Best digital campaign - medium budget

Northern Rail used to fine more than 1,300 passengers a week for
failing to buy a ticket before they boarded a train, which is a legal
requirement. Today, that number has dropped 47 per cent to around 700. This dramatic
drop is down to a public awareness campaign, led by digital content via social
media and an online game Queue Jumper which the rail company describes as ‘easy
to learn, hard to master, compelling to play’. It involves travelling through
stations, collecting as many tickets as possible.

There are six categories of ticket buyers. One will always buy before
they board. Three want to buy but find the station has no ticket facilities,
are running late for the train or prefer to purchase on board. One will only
buy a ticket if confronted on board a train. And the final category does not
want to or does not have the means to buy a ticket.

Northern Rail targeted those customers most likely to swap to app
purchasing. The game was launched at an interactive roadshow at Newcastle
Central Station, where it highlighted the ways customers could buy tickets
before they had even left their homes. The roadshow moved onto other main stations.

Northern Rail created four separate message strands to engage the
different audiences. Be A Queue Jumper was designed to encourage passengers to
buy tickets early, benefitting from reduced fares. From The Comfort of Home was
targeted at specific stations, such as those with ticket gates, where buying
early would provide the most benefit. Season Ticket, which demonstrated how
these saved money, time at station and ensured customers always had a ticket.
And It’s The Law, which reinforces the legal requirement to purchase before
boarding.

Those playing Queue Jumper were encouraged to share the game and their
scores with the hashtag #queuejumper for a chance to win rail vouchers. (The
game and hashtag were liked, shared and mentioned across social media more than
19,000 times.)

Supporting social media activity using the hashtag #buybeforeyouboard
was simultaneously deployed, which blended the two messages.

Advertising posters, leaflets and announcements and displays on trains
and in stations also reiterated the message.

To consider the
campaign successful, Northern had to increase purchases via its app, experience
an associated increase in revenues and see a reduction in ticketless travel
fines. In the event, numbers of mobile app transactions rose 169 per cent
within four months and total revenue over the period grew 90 per cent. The Buy
Before You Board campaign generated a return on investment of £4.24 for every
£1 spent.

The judges loved Buy Before You Board, describing it ‘really integrated
campaign’ with clear objectives and ‘very good’ results. ‘Very impressive and
eye-catching,’ they added.